Brand Equity Literature Review

1556 Words7 Pages
ARTICLE REVIEW
Source
Yoo B, Donthu N, Lee S. (2000), ‘An Examination of Selected Marketing Mix Elements and Brand Equity’ Journal of the Academy of Marketing Science, 28;195 viewed 2 January 2016, http://jam.sagepub.com/cgi/content/abstract/28/2/195
Introduction
This review critically examines the article ‘An Examination of Selected Marketing Mix Elements and Brand Equity’ Journal of the Academy of Marketing Science. The review will first summarize the article. Secondly, it analyzes the effectiveness of the article structure, investigating how the information is set out and whether the reader can access it efficiently. Thirdly, the review will critique the article, evaluating its authority,
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Dimensions of brand equity, that is, perceived quality, brand loyalty and brand associations combined with brand awareness, are then related to brand equity. The results show that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are related to high brand equity. The article provides insights into how marketing activities may be controlled to generate and manage brand equity and how marketing activities increase or decrease brand equity. It was concluded that brand equity was positively related to perceived quality, brand loyalty, and brand awareness/ association. Brand equity provides sustainable competitive advantages because it creates meaningful competitive barriers. Brand equity cannot be either built or destroyed in the short run but can be created only in the long run through carefully designed marketing investments which are a valuable asset to a…show more content…
There were a strict reference and editorial processes as well as link to other expert sources; all these contribute to the accuracy of the article. The article provides theoretical and substantive explanations but has several limitations. The model tests only a few marketing efforts; more marketing actions should be examined to enhance the explanatory power of the brand equity phenomenon. Besides, the variables of this study are too broad to provide tips for detailed marketing practices; it should be accepted only with the caution that all advertising builds a brand. It was not specified which type of advertising builds brand equity. The study examines the effect of individual marketing decision variables and does not investigate the interactions among them. The article uses perceptual, not actual, measures of marketing effort which could be

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